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Š D e n i s a Tr e n k le A l l r i g ht s r e s e r ve d No p a r t of t h i s b o ok m ay b e u s e d or r e pr o d uc e d i n a ny m a n ne r w it hout a w r it t e n p e r m i s s ion f r om t he a ut hor, e xc e pt i n t he cont e x t of r e v ie w s . Eve r y r e a s o n a b l e a t t e m p t h a s b e e n m a d e t o i d e n t i f y ow n e r s o f c o py r i g ht . E r r or s or om i s s ion s w i l l b e cor r e c t e d i n s u b s e q ue nt e d it ion s . Wr it t e n , d e s i g ne d a nd pr o d uc e d by : D e n i s a Tr e n k l e d e n i s a .t r e n k le @ g m a i l .com A c a d e m y of A r t Un i ve r s it y 79 Ne w Mont g om e r y S t r e e t , S a n F r a nc i s co, C A 9 410 5 D e p a r t me nt D i r e c t or Ph i l H a m le t t
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TA BL E OF CON T E N TS
Page 06 - 31 Desig n You r Cit y Page 32 - 61 Odd ly Ever A f ter Page 62 - 83 Seven E leven Re -br a nded Page 84 - 99 Memor ies of Fa r away Page 100 - 107 Postca rd s From It a ly Page 108 - 117 E x per i ment a l Ty pe Page 118 - 131 Luc i n i O i l & V i ne g a r Page 132 - 141 L ost i n the L a nd Page 142 - 149 Urba n Tr avel Ta g Page 150 - 155 A Fa nc y Gu ide to Ser i f s Page 156 - 161 We Used To Wa it Page 162 - 173 Urba n Rev iva l
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DESIGN YOUR CITY OBJECTIVE
0 1/11 2 0 11
Design Your City is an educational, inspirational, and empowering guide to making your city a more rewarding place to live and work. Design Your City will help you envision a city where you don’t need a car, because public transit and pedestrian space are pleasant. A city where the parks are plentiful and safe, and biking is easier than driving.
CONCEPT
Design Your City is a fully fledged package which educates, inspires, and empowers. A Thesis Book and Urban Dictionary educate you in the tenets of good urbanism – what makes the scale of a street feel inviting? How does “soft policing” contribute to public safety? What is the proper pr ice of parking? Several pieces inspire by presenting either idealized versions of realit y— a dream of what Oakland could be with the Ideal Oakland Map – or how other cities present examples of good urbanism with the Most Livable Cities book and Postcards. Finally, once you are inspired and educated, Design Your City empowers you to make your city what could be it.
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P RO J E C T N U M B E R D AT E
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Title Desig n You r Cit y Date Spr i ng 2 010 - present Title Academ ic Cla ss Di rected St udy Instr uctor Ph i l Ha m let t Egon Ter pla n (u rba n pla n ner) Br ia n Si nger ( g raph ic desig ner) For mat Book s Poster s Web site Sm a r t phone appl icat ion Col l ater a l Typography Tu ng sten, A rcher, Rock wel l Mate r ials MOA B Ent r ad a EPSON i n k Photog r aphy t a ken by Den isa Tren k le Ja n a Benja m i n Nav r at i lova F l ick r photog r aphy I l lust r at ion by desig ner a nd by Odeh A. A m a r i n
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A diverse city dedicated to urban development.
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BARCELONA
Population: 576,632 (2008)
Barna’s big develpment has been the completion of T1, the airport’s
Public Transportation
new terminal building which welcomes 30 million visitors per year.
A state-of-the-art terminal opens at Barce-
There are not many cities like Barcelona with the same geographical
lona airport this summer, with a high-speed
advantages, diversity and dedication to urban development. Barcelona
link into town New tram line has made a
has Europe’s largest photovoltaic panel and solar panels are obligatory
huge difference.
in every new building.
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Cataluña, Spain
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Fukuoka edges ahead because of its easy living and connection.
FUKUOKA
Kyūshū, Japan. Population: 1.44 million (2008) Public Transportation
This open, easy-going city in northern Kyushu does things its
The metro is fast and reliable. Buses cover
own way, combining the efficiency that is given in every Japanese
almost all of the city. The city has no infra-
metropolis with and outward-looking dynamism. With plenty of
structure plans for elctric cars at the mo-
green space and beaches nearby, and the rest of Kyushu made ever more
ment. it takes 11 minutes to get to Fukuoka
accessible with the island’s own bullet train, Fukuoka also has excellent
Airport by metro from the city centre.
links to the rest of Japan. Recent measures have included making the
16
central Tenjin area a free wi-fi zone.
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ODDLY EV ER AFTER OBJECTIVE
0 2/11 2009
Conceptualize a film festival that fully defines and characterizes the selected film director. Create a collection of relevant products that work as a visually cohesive set promoting the given fictitious film festival. Develop the following: Film Catalog, DVD Packaging, Record Packaging, Poster, Schedule, printed promotional materials, tickets.
CONCEPT
I selected Jean-Pierre Jeunet—a French contemporary self-taught film maker who is known for surrealistic fantastic cinema pieces, such as Amélie from Montmartre, The City of Lost Children, Delicatessen or A Very Long Engagement. I have always been fascinated by the visuals of his films that channel the aesthetics of France of the 40’s and 50’s. The films are filled with old wooden furniture, typography of old tin boxes and perfume bottles, vintage ripped wallpapers, gaudy ceramic pieces, and grandmother’s doilies. As I watched the films a complete and layered visual world unraveled in front of my eyes that I then transferred into my design.
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Project Number Time of Production
0 2/11 2009
Ti t le O d d l y Eve r A f t e r Da t e Fal l 2009 Ti t le Ac a d e m ic C la ss I n t e g r a t e d C o m mu n ic a t ion s In s t r u c t o r Hu n t e r W i m me r Fo r ma t B o ok s Po s t e r Pa ck a g i n g B u s i ne s s C a r d s C ol l a t e r a l DV D c ove r s Re co r d C ove r Ty p og ra p hy G o t h a m N a r r ow, A r che r Ma t e r i a l s MOA B E n t r a d a E P S ON i n k Pho t o g r a phy t a ke n b y d e s i g ne r F l ick r pho t o g r a phy
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W h a t i f I t a p e d w ra p p i n g p a p e r a l l o v e r m y w a l l s t o r e p r o d u c e t h e “ F r e n c h G ra n n y ” l i v i n g r o o m l o o k ?
O D D LY E V E R A F T E R
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Declined the offer to direct Harry Potter and the Order of the Phoenix.
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vintage + french + sur real + quirky
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Film Festival DVD Set // In the spirit of the visual concept of Jean-Pierre Jeunet’s Film Festival, the DVD set too carries the quirky visual language of the Film Festival Catalog, with the vintage wallpaper being the main visual theme showing up on each one of the cases.
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2010 MAY15-17 in the famous STUDIO 28 CINÉMA
10 Rue Lepic, Paris, Montmartre Arrodissment
Tel: 08/92 68 07 43
FEATURED FILMS OF THE FESTIVAL: A VERY LONG ENGAGEMENT AMÉLIE DELICATESSEN FOUTAISES THE CITY OF LOST CHILDREN
www.oddlyeverafter.com
SPECIAL APPEARANCES: Audrey Tatou (15.5. at 17:30 in Rouge Room) Jean-Pierre Jeunet (17.5. at 20:00 in Bleu Room) Marc Caro (16.5. at 18:30 in Verde Room)
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SEV EN ELEV EN OBJECTIVE
0 3/11 2 0 11
In the Nature of Identity course students were asked to select a dying, dead or defunct brand and reinvent it through development of a new identity, visual standars and brand extensions.
CONCEPT
During my trip to Japan in order to save money purchased many a meal in cheap establishments such as Seven Eleven or Lawson. However, shopping and eating in Seven Eleven is a slightly different experience. The stores are clean, well-lit with outdoor seating, and, most of all, serve fresh and healthy food options. I wanted to extend this experience and healthy meal options into the American version of Seven Eleven, while preserving the convenience and long hours. My vision transformed the old, unattractive brand into a modern, fresh and health-minded convenience store that serves meals made of fresh ingredients only. “Always Fresh. Always Open” is the new motto preserving both the traditional and newly acquired values. Seven Eleven now has a children’s food section, as well as a bakery ,ready made bento boxes or freshly squeezed orange juices.
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CL ASS NAT U R E OF I DE N T I T Y
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P RO J E C T N U M B E R
0 3/11
D AT E
2 0 10
Title Seven Eleven Date Fall 2010 Title Academic Class Integrated Communications Instructor Hunter Wimmer Format Book Collateral Rendered Packaging Web site Typography Gotham Narrow, Archer Materials MOAB Entrada EPSON ink Photography taken by designer and Flickr photography
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fresh + open + wholesome + modern
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Always Fresh. Always Open.
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HOME
STREET
hostel spots
flower delivery recipe books
credit card/transit pass
lunch kits
bike rental spots
catering
food vending machines drink vending machines
gift baskets food delivery
ATM’s
STORE
ONLINE
pastry line recipes
kids’ corner
iPhone app/iPad app
movie rental wi-fi
pre-pay food order
coffee shop
weight-loss program
fresh meals
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order delivery
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam nisl sem, fermentum in lobortis ac, suscipit ut tellus. Nulla ut justo justo. Etiam leo ante, ornare iaculis consequat ac, feugiat vitae arcu. Aenean orci eros, gravida quis rutrum sit amet, ultricies et risus. Donec ultrices, metus non lobortis ullamcorper, sem nisl volutpat turpis, at vestibulum dui orci.
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M EMORIES OF FA RAWAY PLACES OBJECTIVE
0 4/11 2 0 11
In the Nature of Identity course students were asked to select a dying, dead or defunct brand and reinvent it through development of a new identity, visual standars and brand extensions.
CONCEPT
During my trip to Japan in order to save money purchased many a meal in cheap establishments such as Seven Eleven or Lawson. However, shopping and eating in Seven Eleven is a slightly different experience. The stores are clean, well-lit with outdoor seating, and, most of all, serve fresh and healthy food options. I wanted to extend this experience and healthy meal options into the American version of Seven Eleven, while preserving the convenience and long hours. My vision transformed the old, unattractive brand into a modern, fresh and health-minded convenience store that serves meals made of fresh ingredients only. “Always Fresh. Always Open” is the new motto preserving both the traditional and newly acquired values. Seven Eleven now has a children’s food section, as well as a bakery ,ready made bento boxes or freshly squeezed orange juices.
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CL ASS E X PE R I M E N TA L T Y POGR A PH Y
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P RO J E C T N U M B E R D AT E
0 4/11 2 0 11
Title Memories of Faraway Places Date Fall 2009 Title Academic Class Experimental Typography Instructor Stan Zienka Format Book Typography Medio Materials MOAB Entrada EPSON ink Photography taken by designer
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam nisl sem, fermentum in lobortis ac, suscipit ut tellus. Nulla ut justo justo. Etiam leo ante, ornare iaculis consequat ac, feugiat vitae arcu. Aenean orci eros, gravida quis rutrum sit amet, ultricies et risus. Donec ultrices, metus non lobortis ullamcorper, sem nisl volutpat turpis, at vestibulum dui orci.
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In Memomeries of Faraway Places, due to the nostalgic and ethereal nature of the topic, I chose to shoot my own photography in a very personal and quirky way, with hand-writing exposed all over my body. This way, I was able to communicate short messages and memories related to my travels to the reader.
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BEIRUT POSTCARD POSTER OBJECTIVE
0 5/11 2 0 11
Create a poster using lyrics from a song. The poster should be an opportunity to create and look at typography from a variety of angles and production methods.
CONCEPT
Upon selecting a song (Postcards from Italy by Beirut), I started experimenting with typographic elements. Everything from scanning hand-written type to photographing transparency sheets had been tried before deciding on the final set of photos and type. The final design consists of a set of several photographic images overlapping together with photographs of transparency sheets, and photographs of other objects with the lyrics of the aforementioned song.
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P RO J E C T N U M B E R
0 5/11
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Title Postcards From Italy Poster Date Fall 2009 Title Academic Class Experimental Typography Instructor Stan Zienka Format Poster Typography Univers, Justus Materials MOAB Cayenta EPSON ink Photography taken by designer
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TITLE P O S T C A R D S F RO M I TA LY
Beirut // Postcards From Italy
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Gulag Orkestar (Released in 2005)
This song, in my opinion, refers to a relationship that has possibly ended. It radiates nostalgia for the times gone by, speaks of the happy times him and his lover had. It’s full of metaphors for fights or bad
times that they had experienced. “The shattered soul following close, but nearly twice as slow” might refer to a happiness yet to come. The artist has made some mistakes in the past and was shattered
by them, but he is following a better path in life, perhaps because of this woman. The following lines in the second stanza speak of his past, and the unnecessary mistakes he has made. But he slides in to
note he doesn’t regret them. The line “at those who admit defeat too late” is analogous to not quitting while you’re ahead. “Those were our times” might refer to his mind set of no regrets. The last stanza
depicts him settling down with his loved one. He is wiser, perhaps, and has realized he wants to spend the rest of his life with her.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam nisl sem, fermentum in lobortis ac, suscipit ut tellus. Nulla ut justo justo. Etiam leo ante, ornare iaculis consequat ac, feugiat vitae arcu. Aenean orci eros, gravida quis rutrum sit amet, ultricies et risus. Donec ultrices, metus non lobortis ullamcorper, sem nisl volutpat turpis, at vestibulum dui orci.
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TYPE EXPERIMENTS OBJECTIVE
0 5/11 2 0 11
Prior to the experimentation phase, the students were encouraged to choose a typeface (Univers in this case) to research and analyze to the smallest details.
CONCEPT
Univers was chosen for its classic, modernistic aesthetic and the breadth of weights it offers. The type was perfected until the rags and alignment looked identical. Some of the typographic layouts paid homage to masters such as Wolfgang Weingart, others were a sheer experimentation with the form and shape of the typeface, giving traditional typographic layouts a new dimension and enhancing them with elements of unexpected. Printed on beautiful, luxurious French Rives paper, the typographic set was given a refined, custom-made housing.
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Title Univers Type Experiments Date Fall 2009 Title Academic Class Type Systems Instructor Jennifer Sterling Format Posters Typography Univers, Helvetica Materials Rives Paper EPSON ink
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LUCINI OIL & VIN EGAR OBJECTIVE
0 7/11 2 0 10
Choose an Oil and Vinegar producer and re-package their current line of products. Study their history, current audience and overall market placement in order to make educated decisions related to the re-design. The re-design consisted of a new identity, concept, a set of oil and vinegar bottles, as well as a set of high-end flavored salts.
CONCEPT
I discovered a maker of oil and vinegar from Modena, Italy, called Lucini who produce a medium to high grade quality olive oils and vinegars. Despite the quality of the products, the packaging design of their products is relatively poor and out of date. With a new identity, a fresher and more contemporary look, an appeal to a younger, affluent crowd was given to the brand.
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Title Lucini Oil, Vinegar & Salt Date Spring 2010 Title Academic Class Packaging 2 Instructor Christine George Format Packaging Typography Medio, Century Gothic Materials MOAB Entrada EPSON ink Illustration by designer
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LOST IN THE LAND OF THE RISING SUN OBJECTIVE
0 8/11 2 0 11
Create and artist book with a constructed narrative with appropriate scale, binding method, and materials. The concept and the materials need to elevate the presentation of the content. This assignment was open-ended as far as topic was concerned.
CONCEPT
The parameters for this project were completely open-ended, and since I’m a great urban enthusiast and traveller I got inspired by my, at the time, recent travels to Japan. The book represents a series of experiences and encounters during my travels, visualized in the form of a flag book. The book borrows visuals from traditional Japanese culture and lends an opportunity to peek into the particular experiences tied to these objects. When open, the flag book pages transform into one large image of a sakura—Japanese cherry blossom tree. The book consists of short anecdotes and illustrations that work well together as a set.
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0 8/11 2 0 10
Title Lost in the Land of the Rising Sun Date Fall 2010 Title Academic Class Book Arts Instructor Macy Chadwick Format Typography Garamond Materials Neenah Paper Japanese Silk Paper Illustration by designer
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URBAN TRAVEL TAG OBJECTIVE
0 9/11 2 0 11
Design and create a letter pressed piece related to the topic of travel. Encase your travel tag in a packaging with a letter pressed title.
CONCEPT
For this particular piece I opted for the general theme of urban travel. Being inspired by the travel posters from the 40’s and 50’s, I created a unique, letter pressed look consisting of a hand-carved linoleum block image and hand-set typography. Through working on this piece I acquired new appreciation for the profession, as well as manual, non-digital design, which tends to be more personal and unique.
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0 8/11 2 0 11
Title Urban Travel Letterpress Tag Date Spring 2011 Title Academic Class Letterpress Instructor Macy Chadwick Format Tag Packaging Typography Centaur Materials Letra Paper
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A FANCY GUIDE TO SERIFS OBJECTIVE
0 9/11 2 0 11
Create and artist book with a constructed narrative with appropriate scale, binding method, and materials. The concept and the materials need to elevate the presentation of the content. This assignment was open-ended as far as topic is concerned.
CONCEPT
As a graphic design student in a book arts course I have encountered many non-designer students who had difficulty recognizing and/or using the proper typefaces for their projects. My book is an attempt to help people in a similar situation, breaking down the best, most usable serif typefaces into categories and providing brief descriptions and types of uses. The book is bound as a pocket accordion book with removable cards , each representing one of the chosen serif typefaces.
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Title A Fancy Guide To Serifs Date Fall 2010 Title Academic Class Book Arts Instructor Macy Chadwick Format Accordion Pocket Book Typography 10 Serif Typefaces Materials Entrada Paper Silk Ribbon Rives Card Stock Paper
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WE USED TO WAIT OBJECTIVE
10/11 2 0 11
Create a broadside poster, using at least two letterpress methods, such as linoleum block print, hand-set typography, pressure printing or polymer plate printing. The theme of the poster is open-ended, however, it needs to feature a text from a poem or lyrics of a song.
CONCEPT
In an effort to work creatively without temporarily being attached to a computer, I completed a letterpress course. For this particular assignment, I chose a piece of lyrics from a song by Arcade Fire, We Used to Wait. The song expresses a nostalgia for the times long gone when technology didn’t dictate the pace of our lives. I felt it to be appropriate for the broadside to be subdued and let the negative space reign, in order to express a certain sadness for those times. The image was created by carving a linoleum block, the text was set on a polymer plate.
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TITLE W E U S E D T O WA I T
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10/11 2 0 11
Title We Used to Wait Date Spring 2011 Title Academic Class Letterpress Instructor Macy Chadwick Format Poster Typography Clarendon Materials Vandercook Press Letra Paper Linoleum Block
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URBAN REVIVAL OBJECTIVE
11/11 2009
Research extensively a chosen topic and design a book based on your research. Find, propose and design a set of solutions to the given problem. For this title, I researched the state of urbanism in the United States, analyzed its historical context,
CONCEPT
drew comparisons between urban places in the United States and other cities of the world, and proposed solutions to some of the related problems. Working on this book inspired me to the extent of making a decision to continue my research on the given topic for my thesis project.
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P RO J E C T N U M B E R D AT E
11/11 2009
Title Urban Revival Date Fall 2009 Title Academic Class Visual Communications Instructors Hunter Wimmer Phil Hamlett Format Book Typography Helvetica Materials Epson Paper Epson Ink Photography by designer Flickr photography Asahi Book Cloth
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Chapter
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A healthy street should be a spatial entity, not a residue between bad buildings.
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Guest
ELEGANTLY EXECTUTED PARKING SOLUTIONS RESPECTING THE ORIGINAL CITYSCAPE.
01 Loves New Wave Rock Enjoys cooking for friends
Jonathan, 33 When you live in a small space in the city, if forces you to create a sense of community outside.�
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Director at WCG Worldwide From Oakland, California
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THANK YOU Most of all, many thanks to my wonderful husband Jim. Without his loving moral and practical support I would not have made it through this challenge. I would also like to thank to my family for always being there for me, even if so far away. To my grandmother for her unconditional love and support. Many thanks also to my friends from the Academy (you know who you are), as well as friends in my home country and other corners of Europe, for always having a willing ear to listen and showing interest in my design work. Thanks to all my teachers and mentors: Mary Scott, Phil Hamlett, Hunter Wimmer, Jeremy Stout, Stan Zienka, Michael Kilgore, Brian Singer, Egon Terplan, Macy Chadwick, Shel Perkins, Jennifer Sterling, ReneÊ D’Arcy, Mauro Cavelletti.
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Title Observations Date Spring 2011 Instructor Mary Scott Printer Andresen, San Francisco Bindery The Key, Oakland Format Book Web Site Stationery Postcards Typography Bembo Materials Canson Paper Epson Inks Foil Stamping Photography Denisa Trenkle Jana Benjamin Navratilova Hand Model Lama Khayyat Jim Trenkle
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